A Concept to Code To

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I enjoy being presented a challenge and finding a solution with a team.

In 2017 I worked on a project for a client who was extremely successful in their business dealings. But they were looking for ways to increase their growth even more. A couple of the issues I honed in on were:

  • They worked in TEN disparate service lines
  • They wanted to demonstrate the expertise of their team members to build confidence

For the second item my group was immediately onboard with recommending that we create a site that handles relating content—as we were recommending to several clients at the time. This means creating comprehensive bio pages for the prominent team members. Then linking them from their blog postings, assigning them to case studies, and calling them out as the experts around the site. This puts a face to the thoughts and lets users dig in and become familiar with the team before they ever even engage them.

Related content and confidence-building diagram
A diagram for how relating content moves users around a site might look something like this…

 
The first was more challenging as the client offered a variety of accounting services, but also unrelated services like IT Risk Assessment and Human Resources staffing.

The Insight

Looking at the Google Analytics I noticed that there was a very high percentage of return visitors. That makes sense with a high-end business service company where a visitor would be doing a lot of research before reaching out.

The Idea

After thinking about it for a while, I suggested we implement a “scoring system” for content on the site. As the user visited pages on the site a cookie would increase the value of the service line a page was associated with. A main page was worth 10 points, a case study added 7, a team member got 5, and a blog post 1. The effect of a service line becoming the top scorer would simply tailor the homepage content more to that product line. So when the visitor comes back after doing the preliminary research, it becomes even more evident that our client were experts at the service they needed.

I wasn’t done there though. Because I was also the backend developer I got to write all the code that captured and calculated scoring, then queried and displayed the appropriate content.

The Build

I worked with a great UX Designer and fantastic Front End Developer to create and refine a site I am extremely proud of.

Go see it here: Clearview Group